Everyone wants to use their media to get others to notice them. Whether exercising their intellect, fame, position or brand name everybody wants to be noticed.
Media is a funny medium in which everyone tries to apply some message, story or analysis to and all aimed at demonstrating what they know or who they know. Media has been and still is used to draw an audience. An audience satisfies the human ego to be known, famous and followed by others wanting to hear and see what somebody has to say or does.
Many enjoy the fame afforded by having an audience regardless of size. Some people create an audience under pretense which means deception or camouflage. Playing to the interest of an audience people and organizations use media to make themselves something they are not. We witnessed Tiger Woods fall from grace when the audience discovered he was not what he and the media pretended he was. We see it in politics when politicians pretend to believe is certain things just to get elected only to act against those beliefs after being elected.
Social Fidelity vs. Pretense
Fidelity is a notion that, at its most abstract level, implies a truthful connection to a source or sources. Fidelity also denotes how accurate a copy is to its source. The source of all media is an individual or an institution. If the media produced and propagated by the sources is not truthful or reflecting the true beliefs of the source well one could say that the source is trying to create pretense, which means deception or camouflage.
In human relations anything that is false, pretentious or deceptive will eventually create relational tensions. Depending on the offense caused by the deception the chain that binds relations together usually gets broken.
The Challenge of Fidelity for Marketers
The game of marketing is to get consumer attention to a brand, a product or service or an individual. Getting attention by using pretense may create awareness for the moment but if deception or camouflage is used to trick people into believing something that isn’t relevant or true to their needs then there is no basis for a relationship.
In the world of marketing “copy” reflects content used to propagate a message, an ad or image. If the “copy” isn’t accurate in terms of what the end buyer experiences then the impression left is one of pretense, deception or camouflage.
In a world connected, transparent and conversing anything that is false pretense will get discovered and shared one to one to a million at the click of a mouse. The same will happen if your “copy” is an accurate copy to its source. Get it?